As we develop into true sales professionals, we progress through a hierarchy of relationships with our clients. They are based on how we are viewed by our clients as well as how we conduct ourselves in the selling arena. The levels can best be described as the order-taker, consultant and the strategic partner.
Order Taker
The order taker is typically reactive to their customers’ immediate needs. They usually sell a commodity that is readily available in the marketplace with numerous competitors. At this level, the customer views the salesperson as a conduit to obtain the product as quickly as possible, and of course, at the lowest price. Relationships between the salesperson and the customer aren’t as important at this stage.
Consultant
The consultant typically sells a product that is a bit more advanced and requires that the salesperson have some technical knowledge to explain the “value-added” features to the client. At this stage, the salesperson has to develop a stronger relationship with the client since they need to carefully assess their needs during the early stages to ensure that they can recommend the correct solution. Making equal comparisons between competing solutions can prove more difficult as the salesperson needs to understand the total cost implications since the product with the lowest initial cost could actually bear the highest life-cycle cost. These sales cycles take a little longer and require higher degrees of trust between the client and salesperson.
Strategic Partner
A Strategic Partner is the Holy Grail in Sales-Client relationship matrix. At this stage, you are not only trusted – you are positioned as a PARTNER . When you are perceived as a partner, you don’t necessarily have to be the lowest price. At this stage in the game, you are typically asked to meet with higher level people discussing how your product or service will fit into their strategic, or long-term business plan. It is typical that you might be involved in executing confidentiality agreements as these types of projects are discussed at their very early stages.
Whether you are an order-taker, consultant or a strategic partner, you have an important role to listen to your clients and deliver them a product or service based on their needs. Advancing through the stages requires higher levels of trust and integrity.
Happy Selling!
